The UAE Tourism Board has convened its fourth meeting for the year 2025, led by His Excellency Abdullah bin Touq Al Marri, the Minister of Economy and Tourism, accompanied by heads and directors of local tourism authorities from across the nation, as well as representatives from the Federal Center for Competitiveness and Statistics.
During the meeting, a variety of new tourism projects intended for implementation in the upcoming year were discussed, aligned with the council’s goals to enhance the growth of the UAE’s tourism sector and support its competitiveness.
Abdullah bin Touq emphasized that the UAE has placed significant importance on developing and expanding the tourism sector as a key driver for national economic growth.
The country has focused on creating sustainable policies, strategies, and projects within this vital sector, leading to exceptional and unique tourism experiences for visitors worldwide, and achieving significant milestones that have bolstered the prominence of the UAE’s tourist attractions both regionally and globally.
He stated during the meeting: “The new tourism projects and initiatives from the council represent a crucial step in enhancing the growth and competitiveness of the tourism sector. This includes reinforcing national efforts to highlight tourism diversity, developing tourism products, and establishing an outstanding digital infrastructure for tourism information in the country, adhering to best practices, thereby elevating the UAE’s status as a premier tourist identity globally and fostering a sustainable tourism sector in line with the goals set by (Vision We Are the Emirates 2031).”
The council also discussed the continuation of the “Tourism Data Update” project, which aims to create a comprehensive national platform for tourism information based on principles of accuracy and transparency in measuring tourism performance indicators.
The meeting reviewed several new tourism initiatives planned for next year and their essential role in helping to achieve the objectives of the “National Tourism Strategy 2031.”
Additionally, ongoing preparations for the sixth edition of the “Most Beautiful Winter in the World” campaign were examined, including potential collaborations with influencers and digital platforms to promote a positive image of the UAE’s tourist destinations on both regional and global scales.
This campaign aims to showcase the unique natural and cultural diversity as well as the exceptional tourist experiences available in the UAE. The new campaign edition is set to launch in December, coinciding with the winter season, which is one of the primary tourist periods in the country.
This effort follows the successes of previous iterations, particularly the fifth edition which generated hotel revenues exceeding 1.9 billion dirhams and highlighted more than 290 tourist locations across the various Emirates.